The “brand vs. performance” debate? We’ve moved on. The brands who will win through Q4 already have, too.
In a new op-ed with TikTok’s Head of Agency Tara Pettus, our SVP & GM Nick Drabicky shares how full-funnel marketing drives growth in a world where discovery and conversion happen in the same scroll.
Our partners at Steve Madden prove it. Together, we built a creator-led TikTok strategy that sparked discovery and used Search Ads to capture intent, driving a $4.08 iROAS and 54% lower CPA.
The takeaway: the marketers winning right now are connecting every stage of the journey with creative intent, smart optimization, and measurable impact.
Read the full piece from January Digital and TikTok to see how full-funnel strategy is evolving here.